EXCLUSIVE: ClearScore CEO Justin Basini on football, financial well-being and the company’s biggest sponsorship to date

ClearScore has re-entered the world of football sponsorship with a major new partnership spanning both the Emirates FA Cup and Adobe Women’s FA Cup, marking the most significant marketing investment in the company’s history.

For a business built on financial empowerment, the move signals more than brand visibility, it’s about using football’s reach to drive real-world impact.

A platform for inclusion and empowerment

“At ClearScore, our vision is simple: to help everyone, no matter what their circumstances, achieve greater financial wellbeing,” says Justin Basini, Co-Founder and CEO at ClearScore. “Partnering with The Emirates FA Cup and The Adobe Women’s FA Cup gives us a powerful platform to share that message with millions of people.”

ClearScore’s dual objectives reflect that balance of purpose and performance. “Firstly, to build deeper awareness and emotional connection with the ClearScore brand, showing up in moments that truly resonate with people and communities. And secondly, to drive meaningful engagement with our platform, helping more people take control of their finances,” Basini explains.

Football as the natural home for ClearScore’s message

The company is no stranger to football, having previously appeared as sleeve sponsor of Fulham FC during the 2020/21 season. But this new partnership follows a more deliberate, year-long evaluation of where ClearScore could make its next strategic leap.

“We wanted something that was not just high-impact, but also deeply aligned with our values,” Basini says. “Football, and specifically The FA Cup, embodies those values like no other platform. These are iconic tournaments rooted in community spirit and open competition, where every club, regardless of size, has a chance to compete and succeed. That spirit of opportunity mirrors what we stand for at ClearScore: giving everyone the chance to improve their financial future, no matter where they start.”

Measuring impact beyond visibility

Like many modern sponsorships, ClearScore’s approach goes beyond logo placement. Basini outlines a dual-lens measurement framework covering both brand equity and business impact.

“On the brand side, we’re focused on building awareness, trust, and emotional connection, tracking how our association with The Emirates FA Cup and The Adobe Women’s FA Cup strengthens people’s perception of ClearScore,” he says. “From a business perspective, we’ll assess how this increased visibility drives more users to our platform, helps more people take control of their finances, and supports our partners in delivering better outcomes for their customers.”

But Basini adds that success can’t be measured in metrics alone. “Beyond numbers, success will also mean showing up authentically in football—becoming a brand that fans recognise as genuinely supportive of the competitions, their communities, and the game’s enduring values.”

Investing in long-term growth

The partnership is designed as a multi-year commitment and one that Basini views as foundational to ClearScore’s long-term ambitions.

“This partnership, the largest in ClearScore’s history, marks an important milestone in our growth story,” he says. “Over the next four years, success will mean building a brand that’s instantly recognisable, trusted, and connected to people’s lives in a meaningful way.”

While the focus is firmly on the UK for now, the company’s ambitions are global. “We’re already exploring how we can take this blueprint into other markets, whether through football or other sports that unite communities around shared values,” Basini reveals.

Taking the drama out of personal finance

As the first rounds of both tournaments kick off, ClearScore’s activation plans will centre on celebrating ambition, community, and accessibility, themes deeply intertwined with the FA Cup’s heritage.

“It’s an exciting time,” Basini says. “We’re looking forward to seeing all the drama and joy that football brings while we stick to taking the drama out of personal finance.”

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